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Hockey marketing can be like a new pair of skates or a fresh set of goalie pads: It requires time and effort to break in.
Back in pre-pandemic 2019, the New York Rangers were coming off two straight losing seasons without a National Hockey League playoff appearance. Their future Hall of Fame goaltender, Henrik Lundqvist, faced declining health and playing time. That summer, the Rangers marketing team was trying to figure out how to get more social media followers despite the on-ice results.
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